The Power of Influencers on Health Decisions
A study led by the University of Sydney suggests that social media significantly impacts how young women perceive and act towards their health.
The study found that women are as likely to accept health advice from social media influencers as they are from public health communicators.
Research Details and Findings
The research, published in Health Marketing Quarterly, surveyed 30 women aged between 18 and 35 during the 2021 COVID-19 lockdowns to understand the factors influencing their adoption of diet and exercise messages on Facebook, Instagram, and TikTok.
The study revealed that women were highly likely to engage with health messages on social media if they felt a connection with the source of the message, often fostered through influencers sharing anecdotes about their own lives and behaviors.
Pandemic Amplification and Post-Pandemic Habits
Lead author Clare Davies noted that this trend was amplified during the pandemic when many women sought online connectivity and new ways of maintaining a healthy lifestyle.
Post-lockdown, many participants continued to engage with health and wellness programs promoted by influencers due to the sense of community and shared health goals.
The Power of Personal Narratives and Shared Experiences
The study also found that women were more likely to adopt and maintain diet and exercise regimes if the influencer had a similar life or health experience or body type.
Personal testimonials and ‘before and after’ visuals from other women in closed online communities also significantly influenced women’s understanding and behaviors around health.
Implications for Health Communication
Co-author Alana Mann stressed that the study shows the influence of social media on women’s behaviors, particularly in complex areas like health and well-being.
Both Davies and Mann highlighted the need for health marketers and public health campaigners to recognize the role of social media influencers and online communities in communicating health messages to women.
“It is vital that those designing and implementing public health campaigns work with this knowledge to ensure people get the right information about health and how to live a healthy life,” Davies concluded.
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The study was published in Health Marketing Quarterly.
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